Adaptive Behavior in Automobile Brand Choices: Discussion.

This article presents a reply to a response by Donald Morrison about the article "Adaptive Behavior in Automotive Brand Choices," from the February 1969 issue of "Journal of Marketing Research." The author believes that Morrison is mistaken in his conclusion that the original research is erroneous. He says that Morrison is actually testing a different hypothesis with the same set of data. Morrison's hypothesis is that individuals are not homogenous, as the author stated in his original paper. The author concludes by showing a chi-square test where the results favor his belief that past purchases of a particular make influence the probability that the consumer will again purchase that make.